Amazon is the world’s most valuable brand ahead of Apple and Google in the Brand Finance Global 500. The e-commerce giant’s brand value increased by 42% year on year to a whopping US$150.8 billion. Although Apple defended 2nd place in the ranking, with brand value rebounding to US$146.3 billion after the 27% decline last year, its future looks bleak.

"The strength and value of the Amazon brand gives it stakeholder permission to extend relentlessly into new sectors and geographies. All evidence suggests that the amazing Amazon brand is going to continue growing indefinitely and exponentially."